- Shopify Plus
- Design + UX
- Digital Identity
Percival puts a subversive twist on British menswear—reworking wardrobe staples with character, wit, and detail. But their old site didn’t reflect that. It felt generic and disconnected from the brand: inconsistent in execution, cluttered with third-party apps, and weighed down by bloated code. We partnered with the team to rebuild their digital flagship from the ground up—not just a redesign, but a full reimagining of their digital identity. The result is a faster, leaner, more expressive experience that brings Percival’s personality to the forefront.
Revenue YOY
New Customer CVR YOY
A new digital identity
From the start, our focus was brand. The old site lacked the clarity and personality that defines Percival. We worked closely with the team to develop a new digital language—refining layout, type, and motion to create something sharper, more confident, and unmistakably theirs.
Designed mobile-first, differentiated by device
Rather than scaling one layout across breakpoints, we designed two distinct UI systems for mobile and desktop. On mobile, navigation is situated at the bottom of the viewport, ensuring easy reach and an app-like experience. On desktop, we leaned into space and an editorial layout—building an experience that feels natural wherever you use it, not just shrunk to fit.
“Made by Field have been the best recommendation made to us to date. They bring the perfect mix of technical expertise and creative thinking (a hard balance to find), which has transformed our site into something that feels a cut above the rest; faster, simpler, visually amazing and ready for the next stage of growth. What stands out most is how proactive and collaborative they are. Oli and the team don’t just deliver what’s asked, they spot opportunities, flag risks early and make sure we feel confident in everything that goes live from small updates to full website designs. The result so far has been a much faster site, a more reliable platform, and a team we genuinely enjoy working with. It feels cliché but Field have quickly become an extension of the Percival team, which is of course the dream. And lastly, seem to be partial to a Guinness over those important lunch meetings which is a bonus.”
Letting the editorial lead
Percival’s campaigns and product styling do the heavy lifting, so we designed a system that supports, not competes. Clean layouts, minimal UI, and soft transitions put the focus where it belongs: on bold imagery, sharp copy, and confident storytelling. The result is a brand-first experience that feels rich without being busy.
Balancing design with customer focus
We kept CX and conversion front and centre—balancing an editorial-led design language while streamlining key journeys. On the PDP, we introduced new functionality to let the team tell deeper product stories, outsell full outfits, and cross-promote categories—helping customers connect the dots between individual pieces and Percival’s wider collections. Promotional messaging was integrated in a clear yet elevated way, so it supports rather than interrupts the experience. Every interaction was considered with the customer in mind: from simplified navigation and intuitive filtering, through to consistent UI patterns that make browsing feel effortless. The result is a site that feels both characterful and clear—distinctive to Percival, but never at the expense of usability.
Smarter search & merchandising with Tagalys
To make browsing more intuitive, we integrated Tagalys for advanced search and merchandising. Its AI-powered ranking engine personalises discovery, boosts conversion, and makes it easier for the team to highlight products through visual merchandising and campaign-driven curation. It also supports localised markets, ensuring the right products reach the right customers at the right time. The result is faster, more relevant search results, higher engagement, and greater flexibility for the team to shape the customer journey.
Built for performance, made to last
We rebuilt the site from scratch with a clean, modular codebase—ditching legacy theme bloat and plugin-heavy apps. Where third-party tools were needed, we integrated them via API to keep things fast, flexible and consistent. That includes Tagalys for search and merchandising, Yotpo for reviews, and Swap for returns and international logistics.
